Walt Goshert » local business marketing

The Referral Engine: “Tune Up” Your Small Business Marketing

Walt Goshert — Tue, 11 May 2010 18:52:28 +0000

Is your small business “Referral Engine”…

… a sputtering, oil-leaking, smoke-spewing, back-firing, about to blow a gasket wreck?

Or…

… a fine-tuned, high-pitched, ear drum busting, screaming, turbo-charged, world-class racing machine?

Yes, as Chris Brogan says, it’s hard to believe John Jantsch could top Duct Tape Marketing…

But he has!

Indeed, John puts you in the drivers seat of your word-of-mouth marketing with The Referral Engine.

Buckle up, put on your helmet. Get in the race to win the hearts and minds of clients who know, like, and trust you… and Teach Your Business How to Market Itself with the The Referral Engine as your new Word-of-Mouth Owner’s Manual.

This Ain’t Grandpa’s Word-of-Mouth World

Sure, movers and shakers back-slapping over 3-hour, 3-martini lunches at the Club, mid-week, mid-day rounds of golf, volunteering on charity boards, and attending private big-wig cocktail parties still grease the skids of business… always will.

And, keeping your head down, minding your business, delivering good service at a fair price… well, that’s kinda expected in today’s New Economy.

You’ve no doubt noticed that newspaper ads, your Yellow page ads, Val-Pak mailers, Trade Shows, TV and Radio ads don’t seem to work the same magic as in the “Good Old Days”.

Yep, even getting a steady, consistent stream of quality referrals… the bread and butter of nearly all local small business marketing… is different now a days.

The Internet has Changed the Referral Race

Forever. And, for businesses who plug into John’s advice in The Referral Engine, for the better.

Yes, in the back of the book, John shares tons of real-world, practical “Snack-sized Suggestions” on how to get your clients and business community spreading the word about you that have little to do with SEO, blogs, Facebook, Twitter, or cutting a YouTube video.

But, before you get to John’s “Snack-sized Suggestions” and his Action Plan Workshop, John “refers” you to…

112 Online Case-Studies, Resources, and Tools

Throughout The Referral Engine, John points you to Case-Studies, Business Examples, practical SEO Resources, Social Media Marketing Resources and Tools, Business Blogging and Content Creation- Text, Audio, Video, Tools to Monitor and Spread the Conversation about your business, and Time-Saving Productivity Tools.

To help you take ACTION, implement, and build your race-ready Referral Engine, here are the links: (pretty much in the order as they appear in The Referral Engine)

The Referral Engine.

Buy it. Read it. Drive it. Use it to Build Your Business.

Disclosure: While, yes, I do have affiliate relationships with some of the links on this post and an affiliate relationship with Duct Tape Marketing, none of the links on this post are affiliate links. John was kind enough to give me a copy of The Referral Engine in return for this review.

Win Copies of John Jantsch’s “The Referral Engine” (marketingpilgrim.com)
10 Observations about Duct Tape Marketing’s Dirty Little Market Research Secret (inklingmarkets.com)
Weekend Reading: The Referral Engine, by John Jantsch (Preview) (readwriteweb.com)
Referral Engine Preview and Book Giveaway (ducttapemarketing.com)
“The Referral Engine” – New Book by John Jantsch (realestate.about.com)
Making Referrals As a Job Creation Engine (ducttapemarketing.com)
Making Referrals as a Small Business Job Creation Engine (prweb.com)
5 Creative Ways to Get More Referrals (ducttapemarketing.com)
The Referral Engine Overview (ducttapemarketing.com)

Photo Credit: Flickr

It’s Monday: Just Working for a Living?

Walt Goshert — Mon, 22 Mar 2010 12:11:59 +0000

Are you stuck “working for a living” in your local business?

Some entrepreneurs and professionals become workaholics because they get confused. They mistakenly picked their business, because they’re interested in the product/service or the promise of big bucks, instead of a business where they have an edge because of some natural talents they’ve refined as strength.

Big mistake!

Working in a business that doesn’t capitalize on your natural strengths is a recipe for disaster.

The result?

Long hours, little progress, and mounting frustration because you rely on the backwards approach of trying to minimize your weaknesses to make progress in your business.

Hey, it’s your life were talking about here. When you pick the wrong business to be in, you force yourself to struggle.

And this is one of the biggest reasons why small businesses… restaurants, retailers, spa owners, contractors and service providers… fail, struggle, or work their butts off for insignificant rewards. Because they either got into business for the opportunity, or even worse, they chose, for example,building, remodeling, landscaping, design, renovation services… whatever line of contracting services… because they are interested in it.

Most entrepreneurs focus on their weaknesses because they bought into the faulty assumption that anyone can successfully build any business they really want to.

You see, picking a business based upon your interests instead of your strengths forces you to work harder for less. (Because you’re forced to earn and learn at the same time).

In business, you don’t get an “A” for effort

Why is this important?

Because the quicker you realize your strengths and focus upon them and leverage them, while delegating all the stuff you don’t like and aren’t very good at doing…

The faster your business will grow, the more income you’ll realize, and less stress and frustration you’ll experience.

So, if your strength is cooking great food, merchandising an antique shop, creating a peaceful, relaxing day spa getaway, building sun rooms, or fixing cars…

But not designing websites, figuring out search engine optimization, creating content for your website, turning your website into a 24/7 lead generation and sales machine…

Do yourself a favor…

Don’t do those things. Get help on the stuff you suck at doing.

Make sense?

What things will you vow NOT to do this week?

How can you change your business so you’re working on your strengths?

How will you have others work on things where you’re weak?

Photo Credit

7 Winning Local Business Traffic Tactics

Walt Goshert — Mon, 08 Mar 2010 16:03:08 +0000

Without traffic to your local website, your website is simply another expense rather than a sales-generating asset.

Just as there are ways to drive traffic- visits, phone calls, inquiries- to your local business in the offline world, there are endless tactics to increase traffic to your local website.

Now with “Inbound Marketing”, you can have customers coming to you via your website to do business with you rather than interrupting them with paid ads. It’s not that paid ads don’t work; (in fact, paid Online Ads DO work to jump start traffic to your local website) they simply don’t work as well. Inbound marketing positions you with respect and credibility.

The Online World of Inbound Marketing is relatively new, and constantly and rapidly changing. Every day a new twist or angle seems to emerge. However, just because it’s new, doesn’t mean you should dismiss the possibilities of how it can work for your local business.

7 Ways to Drive Traffic to Your Local Website:

1. SEO- Search Engine Optimization. Most websites realize at least 50% or more of their traffic coming from Search Engines. Google isn’t going away. Yet, SEO has changed from the early days… a mere 10 years ago. If anything, SEO has become more simple, yet more difficult to achieve top search rankings and results. It’s more simple because automated website tools take care of the techie website coding part. Yet, SEO is a tougher battle to achieve rankings because creating fresh, relevant, consistent keyword targeted content is more important than ever.

2. Social Media- Facebook and Twitter got lots of buzz last year. Both offer local businesses free tools to engage prospects and customers, build relationships, spread word-of-mouth, and bring “warmed-up” visitors to your website.

3. Pay per click(PPC)- Buying keyword placement in the search engines is a quick way to get found online and drive traffic to your local website immediately… for a price. If your website is up to snuff (able to convert visitors into sales) PPC is a proven way to get a traffic bump right away.

4. Local Search- Local SEO requires a bit of a different approach than regular SEO. Winning the Local SEO battle requires careful geographic and keyword targeting along with listing your business consistently in multiple business directory sites. Many of these business directory sites offer both free and enhanced paid listings to increase your local website exposure and your website traffic. As more Mobile Phone applications and use emerges, look for Local SEO is more important than ever.

5. Video Marketing- Video marketing is largely an untapped avenue for local businesses. With an inexpensive “instant” video camera, it’s simple and easy to record videos and upload them to YouTube and other video sharing sites. Many local businesses shy away from video thinking it’s too complex and that it requires professional quality. Not so. Make your videos real and authentic and you’ll be surprised how your prospects and customers will share them online.

6. Blogging- It’s never been easier to get a blog set up and going. With a blog, you’re in control of your updates and adding information to your website- you’re no longer held hostage to your web designer charging you for every little update. A local business blog is great for your SEO effort, and along with Social Media promotion, is the tool to position you as the “go-to” business in your community.

7. Online Word-of-Mouth- When you’re armed with online free social tools such as Twitter, Facebook Business Page, Google Local Business Listing, a presence in various local business directory sites, your blog, your YouTube video channel… you give your customers a powerful way to spread the word about your local business. Your customers now have a platform to give you real honest feedback and opinions… and spread this message to hundreds or even thousands of local prospects online.

As search engines add more relevance to input from Social Sites, such as how many online reviews your business has received, how many views,how long they view, and did they share your YouTube video, it’s wise to start a proactive campaign to build a postive, powerful online reputation.

So…
How many of these 7 ways are you effectively using to drive traffic to your local website?

Yes, creating a website and online presence that effectively drives traffic can be overwheling for many local business owners. No matter how you decide to drive traffic to your local website, keep in mind that you must first have a local website worth marketing. All the traffic in the world isn’t going to increase your sales one dollar if your website doesn’t encourage visitors to call you, email you, or visit you to do business.

Make getting your website up to speed your first priority… then unleash the traffic.

What do you say?
What questions do you have about “How-To” Drive Traffic to Your Local Website?

Flickr Photo Credit: realSMILEY

Different Tips to Increase Website Traffic (slideshare.net)
How Organic SEO Can Be Used To Catapult A Website Up In The Search Engine Rankings. (ronmedlin.com)
Free or Low-Cost Tools for Marketing Your Business Online (lazerpromotions.com)
Facts About Traffic Generation (mt-soft.com.ar)

5 Play to Win Assets: Stimulate Your Local Business Marketing

Walt Goshert — Sat, 06 Mar 2010 15:26:20 +0000

Wow 66 days into 2010 already…

The New Economy, the “Jobless Recovery”, all the posturing on health care reform, talk about a Jobs Bill, Wall Street Bankers still cashing big paychecks, consumers still reluctant to buy… all the spin and noise remains pretty much the same.

But…

What about YOUR Local Business?

What’s changed in how you go about finding more clients, getting clients to spend more with you, getting clients to buy more often from you?

You know what you’ve done in the past… Yellow Page ads, Newspaper ads, Val-Pak and Direct Mailers, Radio spots… heck, even good old Word-of-Mouth doesn’t seem to have the same magic it once did for your business.

You’ve been gun-shy about really taking the plunge Online…

You’ve had a website, but not much has happened.

You’re efforts at getting clients emaill addresses and delivering an informative newsletter… spotty at best.

All the stuff you hear about social media, like Twitter and Facebook? You’re really wondering if it’s worth the time… even if you had the time.

Yet, you know the Internet is how your clients are getting information and communicating today. You know, sooner or later, you gotta jump on board.

Wanna know how to finally make Local Online Marketing work for your business?

Last year, last decade, the Internet offered Local businesses a tremendous marketing opportunity.

Yet, very few local businesses took advantage.

Why?

It appears that nearly 97% of Local businesses approach Local Online Marketing from strictly a tactical mindset.

Nearly all Local businesses are looking for the quick fix, the simple, easy trick.

Most businesses are reluctant to invest money in Local Online Marketing.

Given the state of the economy and past performance of Online Marketing for Local businesses, it’s understandable that Local businesses are a bit gun-shy about Online Marketing.

Here’s the thing…

Many Local Businesses, rather than shelling out bucks for a quick Online Marketing fix, first need to invest some time and effort in determining their Right Local Online Marketing Strategy.

How Do You Identify Your Local Online Marketing Strategy?

You’ve got to Play to Win. And if you’re going to win then you must focus on your strengths where you have an advantage over your competitors. This is the foundation of great business strategy and great wealth.

You can not afford to let your market determine your choice of business. You can not afford to let your competition define your business. You must play to your strengths. Without a clear understanding and burning focus on your business strengths, you lose any long-term advantage over hungrier competitors in your market. Hungrier competitors who grab the top Google search results on the keywords are getting your website traffic. Hungrier competitors are getting your phone calls. Hungrier competitors are getting your dollars.

When you adopt a laser-sharp focus that Plays to Your Strengths:

You have a clear view of what makes your Local business different and unique.
You understand who appreciates your unique business difference and the value you deliver.
You know what marketing messages and language will motivate your Ideal Prospects to take action and do business with you.
You know where your Ideal Prospects “hang out”- what Local publications they read, who they listen to, where they go online…

And, finally, you know what Keywords they use to search and find businesses like yours Online.

You need to understand your strengths and passions before spending a dime advertising or investing in Online Marketing. Without understanding your unique business strengths, you’re really guessing, and more than likely, falling into “same and lame” marketing. You’re simply copying the advertising and marketing of your competition, hoping it will also work for your business.

Ask yourself these key questions:

Is 2010 the year for you to make adjustments to capitalize on your strengths— that give you a competitive advantage?

Is your interest and desire to build a long-term profitable business?

Then you must think strategically. You must think long-term. To win long-term you must have an advantage. Your advantage MUST come from leveraging your strengths— directly and indirectly.

Take Action TODAY- Play to Win Online in 2010

Flickr Photo Credit: tharrin

Local Businesses Challenged to Get Local or Get Lost in 2010 (prweb.com)
Google Gives SMB Market Something to Look Forward To (marketingpilgrim.com)
Cheers to SMB’s Who Are Getting the Research Message (myventurepad.com)
Reinvent, Collaborate & Thrive in 2010 Presented March 31, 2010 (womenpartner.com)
The 8 Rules To Profit From The New Economy (johnchow.com)
Why SEO Is Important For Little Business! (ronmedlin.com)

Hello… Hello… HELL-O?

Walt Goshert — Fri, 05 Mar 2010 15:17:32 +0000

Let’s imagine all your Internet marketing for your local business actually WORKS.

You’ve figured out the Google Game.

You’re getting traffic from the search engines.

Even some social marketing traffic from your Facebook Page, Twitter, and LinkedIn find their way to your website.

You actually have a website that DOES NOT SUCK.

Ideal Prospects… lots of them, in fact, more than you can handle… with honest-to-goodness problems, that you solve, people interested in the products / services you offer… interested in working with you are finding you, learning about your business.

Your visitors are excited, they’re engaged, they’re ready and want to do business with you.

Now…

Picture in your head, your Picture Perfect Potential Client, sitting in his home or office, his computer fired up, looking at your website.

He (or she) reaches for the iPhone, punches in your number…

On the other end you hear…

Ring… Ring… RING.

NOW….

Before you grab that call…

Listen Up

This is a key moment in your marketing and sales process.

It’s at this moment that marketing hands the ball off to your sales. All the marketing was practice, critical and important practice.

NOW… it’s game time!

Prior to this, your marketing was on auto-pilot, running without direct human contact. Ads, newsletters, free reports, website visits, maybe even a print mailer.

Now, you’re going to talk one-on-one with your prospect.

Your Picture Perfect Potential Client is gonna size you up in less than 3 seconds.

Malcolm Gladwell, a staff writer for The New Yorker, in his New York Times Number One Bestseller, “blink” offers a fascinating study of what happens in our heads during these crucial initial 3 seconds and writes:

“The instant conclusions that we reach are really powerful and really important, and occasionally, really good.”

It’s here many times, in that first quick impression, HOW you answer… or even fail to answer the call…that determines if you win or lose a client.

This is one of those little things that is a big deal. You must have a process, a script for exactly how you’ll answer, greet, and handle a new prospect inquiry. Your best phone person must be trained in exactly how to handle these calls.

Understand this: Your local community wants to support your local business.

But…

They won’t support you if you don’t get this basic business expectation down. Or, if the Big Box chain does it better than you, greets callers consistently better than you, you’re in trouble:

This is Your Local Business Wake-Up Call.

Now, if you’re a small one-man show, tied up all day long meeting with clients, make sure your voice mail works and leaves the right favorable first impression with your prospects. Or, even better, consider investing in a live voice answering service

You only get one chance to make a first impression.

Return all calls promptly. Best thing to do is ask (and include this in your voice message) people the best number and time to reach them. Then call them at that time. It creates that initial impression that you are organized and on top of your business.

Oh, and one final thing…

While it’s important to make a positive first phone impression, it’s best to figure out a way to have someone other than you, the owner, The Expert in your field, answering that initial call. If you answer that first call, you lose all the critical positioning with the prospective client.

And… to land profitable long-term, Ideal Clients, on your terms, at your price, you need positioning, you want positioning.

Your phone’s ringing…

What do YOU you say?